brandchannel.com | Asian Brand Strategy | Martin Roll | brand | brands

Asian Brand Strategy
By Martin Roll
Palgrave, 2006

brandchannel.com says: Covering a region that spans highly branded companies like Banyan Tree and Shiseido to barely branded knock offs, Roll starts out with an intro chapter on branding with a special focus on Asia, and then dives into the region’s unique culture and customer mix. Scattered throughout and filling two whole chapters, the author examines a good mix of internationally known brands (Singapore Airlines, Samsung) and as-yet unknown (Li Ning, Giordano, Jet Airways). Those who are new to branding and new to Asia will find this book useful. (RR, Apr-06)